BRITISH shoppers are the biggest buyers of gourmet food in Europe, according to a report published today.

People in the UK spend an average #914 each a year on "premium" ingredients such as extra virgin olive oil or expensive ready made meals.

The French, famous for their love of fine cuisine, are the next biggest spenders at #898 per person, the report by market analysts Datamonitor found.

It says the growing number of UK people interested in fine dining at home is being driven by two emerging groups in society.

Firstly the "wealthy seniors" who are over 50 with an income more than 1.5 times the national average for their age.

The second is "urban singletons" - people between the ages of 25 and 50 who live alone in towns and cities.

Wales produces plenty of premium food and his week designer water firm T Nant launched a new range.

But the founder of a premium Welsh brand thinks the difference between us and the French is they take for granted what we see as premium.

Leon Downey, from Llangloffan Farmhouse Cheese, in Castlemorris, Pembrokeshire, said, "No doubt about it, Britain eats junk food. The premium is the real food, and there is less of that so it commands a high price.

"We have certainly found over the years that people are looking towards real food rather than junk food."

He said the company no longer had to worry about marketing because demand for the cheese in the America, bought over the internet, was so high.

Paul Davies, owner of one of Wales' best restaurants at the Fairyhill Hotel, Gower, said, "There is an enormous organic movement. I think that probably has a lot to do with it. I think people are probably very aware of good Welsh food.

"There are a lot of agencies promoting Welsh produce and that message gets over.

"There are a lot of good restaurants in Wales now. The standard has risen a great deal. It might have been regarded many years ago that people didn't go out eating, but it has changed greatly.

"People travel more, they see more, there are different things shown to them on telly."

Le Gallois in Canton, Cardiff, was recently voted Wales's best restaurant by Western Mail readers. Karen Jones, one of six partners in the restaurant, said, "I see in supermarkets there is a lot more produce available, and the big trends from eating out also happen at home now.

"People do go for better quality food. They are now willing to spend money on it."

The UK market for fine food for the home was estimated by Datamonitor to be #4.2bn last year.

More French people buy expensive products, generating sales worth #6bn. But they spend less per head than the British.

Italy and Germany both have fine food markets worth #3.3bn, followed by Spain (#1.9bn), the Netherlands (#720m), and Sweden (#500m).

The UK market for shop-bought gourmet products is predicted by Datamonitor to reach #5.4bn by 2008.

Andrew Russell, consumer markets analyst at Datamonitor, said, "One of the most important trends in grocery over the past 10 years has been the emergence of the market for organic, natural and fresh produce.

"This rapidly growing market stands as proof that today's consumers are prepared to spend a premium on food provided that they can see a clear value in it for them."

Different markets for French and British

LEON and Joan Downey started making Llangloffan cheese on their farm in Pembrokeshire in 1978.

Mr Downey said the difference between the British and the French was not better taste, but a worse market.

"We have had French students here and they are stunned by the amount of obesity. They say they have never seen that in France. Everyone should have the chance to eat good food, like in France. In France premium products are much cheaper."

He said if people are eating better now then it means Britain has come full circle.

"When I was a kid in the 40s and 50s, food was more basic. We had fresh vegetables. They disappeared slowly and the supermarkets appeared. We are going back now because people are demanding real foods again."

Karen Jones, from Le Gallois, Cardiff, pictured, agrees, "Everybody now goes to the local supermarket, whereas in France they queue to get bread from local bakers."